Wrangler Jeans Reclaims Its Western Heritage With Lainey Wilson's Country Flare

Lainey Wilson, a rising star in country music, recently won her first Grammy and has garnered seven CMA awards, including Entertainer of the Year in 2023. She also made her acting debut on Yellowstone. 

Wrangler Jeans, under Kontoor Brands, is reviving its Western roots and aims to increase its market share, especially among women and younger consumers, through collaborations like with Lainey Wilson. 

Wrangler, historically known for its Western heritage, has expanded its product offerings beyond denim into outdoor wear and other categories, while still focusing on its core denim business. 

The brand has a rich history of partnerships, including with World Cowboy Champion Jim Shoulders and sports sponsorships like the Professional Rodeo Cowboys Association and Professional Bull Riders. 

Wrangler has engaged in strategic collaborations with brands like the Dallas Cowboys, Fender Guitars, Buffalo Trace bourbon, Kendra Scott jewelry, and Staud fashion brand. 

Wrangler launched a Barbie collection and a Hot Wheels collection, tapping into iconic symbols to resonate with consumers. 

The collaboration with Lainey Wilson has been successful, with high sell-through rates, and the brand plans to expand it with future collections and collaborations, including with Pit Viper sunglasses. 

 Collaborations are seen as mutually beneficial partnerships that enhance brand visibility and introduce new audiences to Wrangler's authentic Western heritage.

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